Edison Analysis and SXM Media, house to audio apps Pandora and Stitcher, launched The Girls’s 2022 Podcast Report, outlining how the gender hole in podcast listening is closing and the way ladies are extra receptive to advertisements on female-hosted podcasts.
In keeping with the report, greater than 1 in 3 U.S. ladies (35%) over the age of 18 have listened to a podcast within the final month, which rises to as much as 67% during the last 5 years, representing almost 47 million ladies. In 2017, solely 44% of U.S. ladies over 18 listened to podcasts month-to-month. That determine rose to 48% in 2022, per the report, which extra carefully mirrors the U.S. inhabitants.
The report surveyed 1,500 Individuals in August, and the information was weighted to match age, intercourse and census area of the U.S. ladies’s inhabitants and Infinite Dial 2022 podcast listening statistics, Edison’s frequent survey of digital media client conduct in America.
“There’s a number of false impression,” mentioned SXM Media vp of gross sales analysis and analytics Melissa Paris, including that there are almost simply as many ladies podcast creators as there are males. “After we have a look at high reveals within the Edison podcast ranker, over half had been both hosted or co-hosted by ladies,” Paris added; feminine listenership and feminine podcast creators are rising on the identical time.
The report additionally finds that, in comparison with the U.S. feminine inhabitants, ladies podcast listeners usually tend to be aged between 18 and 34, extra more likely to have an revenue over $100,000 or extra, extra more likely to be mothers and extra more likely to have a school diploma. Nonetheless, the report finds there’s nonetheless extra to advertise podcast creation and listenership from ladies of coloration.
Girls are additionally extra more likely to take heed to a extra numerous vary of genres. As a style, comedy leads general, adopted by true crime, love and relationships, leisure and celeb, information, and wellness or self-improvement.
Regardless of the expansion of feminine podcast creators and listeners, male-dominated podcasts nonetheless take the lead this 12 months. Spotify’s unique podcast with Joe Rogan, host of the Joe Rogan Expertise, is the 2022 No. 1 podcast on the platform and on Edison’s ranker. The present averages about 11 million listens to an episode, with 71% of them being male-identifying, in accordance with Media Screens. This consists of the two million new subscribers gained in April after the host promoted anti-vax conspiracies and used racial language in February, in accordance with the Hollywood Reporter.
The No. 2 present on Edison’s ranker is Crime Junkie, hosted by Ashley Flowers and Brit Prawat. The present can also be the No. 1 podcast present amongst ladies, in accordance with SXM. The podcast has greater than 500 million downloads since its begin in December 2017.
Girls are extra receptive to advertisements on female-hosted podcasts
From an advertisements perspective, the analysis discovered 41% of respondents usually tend to contemplate a model listening to an advert on a podcast with a feminine host in comparison with different podcasts, and nearly half, 48%, of girls listeners would really feel extra favorable a couple of model in the event that they knew it marketed on female-hosted or produced podcasts.
Phrase of mouth is the most well-liked approach for a podcast to achieve reputation amongst ladies. The examine reveals 73% of girls’s high discovery sources for brand spanking new podcasts to take heed to are family and friends.
“There are ladies which are sharing podcasts as a result of they thought another person would really like the host or would really like the subject … there’s actually robust numbers for emotional causes for sharing which we thought was fascinating,” mentioned Paris.
In keeping with the report, 55% of respondents really feel it’s necessary that podcasts embody unfiltered conversations that may’t be heard elsewhere, and 4 in 10 say it’s necessary that podcasts focus on taboo or controversial subjects.
That is SXM and Edison’s first report on feminine listenership and is similar crew behind the Black Podcast Listeners Report from final 12 months, in accordance with Paris.
